The use of new media tools has become a widespread religion—complete with evangelists, detractors, devotees and myriad pulpits—where every day is Sunday We know it by many names: Web 2.0, social media and new media, to name a few. But no matter what you call the influx of new online communication tools (blogs, wikis, podcasts and streaming video) that have flooded the Internet during the last few years, chances are they’re a part of your company’s communication strategy. The holy land of the Web 2.0 religion is an ever-expanding, sparsely charted and loosely policed expanse of Internet sites. The content is created and frequented by people who are just like you and I. Just like any religion, the Web 2.0 religion has its gods: Bill Gates and Steve Jobs. It also has its share of prophets, evangelists, devotees, detractors and zealots.